YouTube is one of the key digital ad channels for businesses that want to promote products, services and brands to their audience with video. This guide explains how to run a YouTube campaign step by step, from the formats to targeting and measurement. Options and names in Google Ads change, so check your account’s current interface.
What Is a YouTube Ad?
A video (or other creative) shown to viewers on YouTube and its partner placements, bought through Google Ads.
Where Are YouTube Ads Set Up?
In Google Ads.
What You Need
A Google Ads account, a video uploaded to YouTube, a landing page and conversion tracking. See Google Analytics.
Do You Have to Link Your Channel to Google Ads?
It’s required for some features (like using your channel’s videos and tracking channel actions). Link the channel in Google Ads’ linked accounts, and upload the ad video to YouTube first.
Campaign Types
Choose by your goal: awareness, consideration, leads or sales. Common options include video reach, video views and campaigns focused on action or demand generation.
Ad Formats
- Skippable in-stream ad: viewers can skip after a few seconds. Make the start compelling and prepare a message that works even if skipped.
- Non-skippable in-stream ad: short, must be watched.
- Bumper ad: very short, for awareness.
- In-feed video ad: appears in search results and suggestions; good for when the viewer actively looks.
- YouTube Shorts ad: vertical short-form. See how to make Instagram Reels for a similar craft.
- Masthead ad: a premium homepage placement.
| Format | Best for |
|---|---|
| Skippable in-stream | Storytelling with paid-for-view pricing logic |
| Non-skippable | Guaranteed message delivery |
| Bumper | Short awareness bursts |
| In-feed | Discovery and consideration |
| Shorts | Mobile, short-form reach |
| Masthead | Big launches |
How to Run a YouTube Ad
- Create a Google Ads account.
- Set up conversion tracking.
- Create a new campaign.
- Choose the campaign subtype.
- Name the campaign.
- Set the budget.
- Choose a bidding strategy.
- Set location targeting.
- Set the language.
- Review ad networks.
- Set content exclusions.
- Define your audience.
- Create the ad group.
- Add the ad video.
- Choose the final URL, ideally a focused landing page.
- Write the call to action. See Call to Action.
- Preview and publish.
How to Work Out the Budget
Start with what you can afford per conversion and the expected conversion rate, set a daily budget for a test period and scale what works. Calculate returns with our ROAS calculator (Turkish interface) and see CTR, CPC and CPM.
Targeting
- Demographic
- Interest audiences
- In-market audiences
- Custom segments
- Remarketing
- Content targeting: by keyword, topic or placement.
Audience targeting reaches people by who they are; content targeting reaches them by what they are watching. See what is a target audience.
How to Make an Effective Ad Video
Hook in the first five seconds, state the benefit early, show the product in use, keep it as short as the message needs and end with a clear call to action. Plan the message with the marketing funnel in mind.
Example Briefs
- Online education: goal: sign-ups for a new digital marketing course; campaign: a demand generation video campaign; audiences: people interested in digital marketing and career development; videos: a 15-second vertical Short, a 30-second horizontal promo, a 45-second student testimonial; offers: free trial class, early-bird benefit, certificate; conversions: sign-up form, purchase; KPIs: view rate, click, form, purchase, CPA, ROAS, video completion.
- B2B software: audience: HR, operations and IT managers and company owners; message: “Are leave, performance and payroll tracked in separate files? Manage all HR processes on one platform.”
Measurement
Track views, view rate, clicks, conversions, cost per action and return on ad spend. See digital ad management and marketing strategy.
Frequently Asked Questions
Where can I place YouTube ads?
In Google Ads.
Do I need a channel?
Link your channel for relevant features, and upload the ad video to YouTube.
What formats exist?
Skippable and non-skippable in-stream, bumper, in-feed, Shorts and Masthead.
How do I pick a campaign type?
By goal: awareness, consideration, leads or sales.
